DC Field | Value | Language |
dc.contributor.author | BEZABIH, YONAS | - |
dc.date.accessioned | 2021-09-01T13:52:27Z | - |
dc.date.available | 2021-09-01T13:52:27Z | - |
dc.date.issued | 2021-05 | - |
dc.identifier.uri | . | - |
dc.identifier.uri | http://hdl.handle.net/123456789/6193 | - |
dc.description.abstract | The study focused on the effects of integrating marketing communication on performance of
hotel in Ethiopia. The study was guided by four research questions. In order to achieve the
desired outcome descriptive research designs have been applied and mixed research approach is
adopted. the populations for the study were employees and managers in the hotel industry
and the study population comprised of a total of 105 employees from various functions.
Descriptive statistics including frequency tables and mean is used to present the results of the
study. Correlations and regression among the variables were calculated using statistical
package for social scientists) version 20. In conclusion, the study revealed that the correlation
result reveals that there is high degree of association among the indicators of effects of
integrating marketing variables and performance of hotel industry. the study showed that the
regression analysis done to ascertain the extent to which the variables mentioned explain
the variance in performance of hotel industry. The value of adjusted r2=.53.2 which indicates
53.2% of variance in performance of hotel industry is explained by the independents variables.
The study further revealed that this research finding confirmed that advertising, sales promotion,
direct marketing and personal selling are the major significant tools of integrated marketing
communication for performance of hotel industry. recommendations for improvement at the
hotel industry may attempt to co-ordinate the communication around a created or
sponsored event as of going practices with an activity that gathers the target group in time and
space. | en_US |
dc.language.iso | en | en_US |
dc.publisher | ST. MARY’S UNIVERSITY | en_US |
dc.subject | Integrated Marketing Communication, Advertising, Sales Promotion, Direct Marketing, Personal Selling, Performance | en_US |
dc.title | THE EFFECTS OF INTEGRATING MARKETING COMMUNICATION ON PERFORMANCE OF HOTEL IN ETHIOPIA- THE CASE OF SELECTED HOTELS IN ADDIS ABABA | en_US |
dc.type | Thesis | en_US |
Appears in Collections: | Marketing Management
|